Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs

by Ken Kocienda

1. Inspiration, which means thinking big ideas and imagining about what might be possible, as when Imran saw how smooth finger tracking would be the key to people connecting to iPhone experiences through touch 2. Collaboration, which means working together well with other people and seeking to combine your complementary strengths, as when Darin and Trey helped me make the insertion point move correctly in WebKit word processing 3. Craft, which means applying skill to achieve high-quality results and always striving to do better, as when the Safari team made the web browser faster and faster by running the Page Load Test, trying to understand what this test program told us about our software, and using these findings to optimizing our code 4. Diligence, which means doing the necessary grunt work and never resorting to shortcuts or half measures, as when we persisted through the tedium of fixing cross-references to get Safari to build in the lead-up to the Black Slab Encounter 5. Decisiveness, which means making tough choices and refusing to delay or procrastinate, as when Steve Jobs made me pick the better keyboard layout for the iPad on the spot while he waited rather than just offering the two different designs Bas and I developed 6. Taste, which means developing a refined sense of judgment and finding the balance that produces a pleasing and integrated whole, as when we made the choice to offer a QWERTY keyboard layout for the iPhone 7. Empathy, which means trying to see...